Berto Macario

Lead digital experience, design and creative strategy across consumer brands, connecting business objectives with brand, UI, UX, content and technology. Translate complex briefs into clear systems and customer-facing experiences across websites, ecommerce, digital platforms and campaigns. Lead and mentor multidisciplinary designers, writers, editors and makers; prototype new ideas; introduce AI-enabled ways of working; and develop processes for a lean team to explore faster while maintaining a high creative standard. Selected client work includes Bombay Sapphire, Bacardí, White Claw, Patrón, Jameson, James Squire, YoPRO, Novartis and Kawai.

Worked directly with startups, brands and agencies across brand development, digital strategy, UX and customer-facing ecommerce and digital experiences. Frequently operated from early strategic thinking through design and execution, helping smaller teams move from loosely defined opportunities to coherent brand or digital experiences without heavy agency layers.

Joined as the first creative hire in the digital team and helped establish the creative function from the ground up—recruiting talent and setting standards. Led websites, digital products, campaigns, content and customer journeys while collaborating across strategy, media, technology and client teams, strengthening the blend of creative judgement with behaviour and performance-led thinking.